Our multi-stage study for the fruit and nut bar RAWBITE has been running since October 2021. We reported on the individual steps of the study. Now the final report is available and the makers of RAWBITE have decided how to use the results for the marketing of the bar.

The first placement of the fruit and nut bar RAWBITE, which contains no added sugar and is 100% organic, vegan and palm oil-free, took place in the Cologne test supermarket go2market at the beginning of October 2021. The data from the shopper survey of the representatively recruited go2market customers was analysed. The initial results confirmed the brand's high likeability ratings. The design of the packaging was very well received by the customers, who prefer RAWBITE as an on-the-go snack. 

In the two phases - from October 2021 and February 2022 - two packaging variants with different claims were tested in the go2market. The result: Both claims performed very well - both in terms of aided recall and in terms of likeability, comprehensibility, credibility and brand fit.

Functional product benefit vs. emotional appeal

However, the performance of the previous claim was significantly better in terms of supported recall as well as credibility and brand fit. In terms of recall, the higher values of the first claim can be explained by the fact that the RAWBITE bars were not only available in the go2market test supermarket but also in retail stores before and during the test period. "In comparison, it was exciting that the previous claim conveyed the functional product benefits better, while the new claim added an emotional component," explains Michaela Thielen, who was responsible for the study on the Bonsai side: "While the benefit aspect is especially important for new customers, the emotional charge contributes to anchoring the still young RAWBITE brand more strongly in the relevant set of consumers. 

For this reason, the RAWBITE team decided to combine the advantages of the two variants: The previous claim "The organic fruit & nut bite" will be used on the front. The side view, on the other hand, will carry the new claim "Pure Taste. Pure Joy". In this way, new customers will recognise at first glance what is in RAWBITE, while at the same time the lifestyle and pleasure components will be emphasised.   

If you have any questions, please contact:
Michaela Thielen